本文選題：品牌丑聞　切入點(diǎn)：慈善捐助匹配度　出處：《商業(yè)經(jīng)濟(jì)與管理》2014年09期

【摘要】：近年來(lái)品牌丑聞?lì)l發(fā),其帶來(lái)的負(fù)面影響僅通過(guò)短期應(yīng)對(duì)策略無(wú)法消除,因?yàn)槌舐劦母词巧鐣?huì)責(zé)任缺失所致,因此從社會(huì)責(zé)任視角修復(fù)丑聞品牌形象已成為現(xiàn)實(shí)問(wèn)題和理論問(wèn)題。文章基于歸因理論,運(yùn)用實(shí)驗(yàn)法探究丑聞后慈善捐助對(duì)品牌形象的修復(fù)機(jī)理。研究結(jié)果顯示:品牌丑聞發(fā)生后慈善捐助確實(shí)對(duì)品牌形象具有修復(fù)作用;慈善捐助的匹配度越高,對(duì)品牌形象的修復(fù)效果越好;另外消費(fèi)者對(duì)慈善捐助活動(dòng)的利他性動(dòng)機(jī)認(rèn)知起中介作用,消費(fèi)者對(duì)丑聞后品牌質(zhì)量的感知起正向調(diào)節(jié)作用。
[Abstract]:Brand scandals have occurred frequently in recent years, and their negative impact can not be eliminated only through short-term coping strategies, because the root cause of the scandal is the lack of social responsibility. Therefore, repairing scandal brand image from the perspective of social responsibility has become a practical and theoretical problem. The experimental method is used to explore the restoration mechanism of charity donation to brand image after scandal. The results show that charitable donation does repair the brand image after the scandal, the higher the matching degree of charitable donation, the higher the match between charitable donation and brand image. In addition, consumers' cognition of altruistic motivation of charitable donation plays an intermediary role, and consumers' perception of brand quality after scandal plays a positive role in regulating brand quality.
【作者單位】： 四川大學(xué)商學(xué)院;河南理工大學(xué)經(jīng)濟(jì)管理學(xué)院;成都中醫(yī)藥大學(xué)管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金面上項(xiàng)目“企業(yè)社會(huì)責(zé)任行為對(duì)丑聞品牌形象的修復(fù)機(jī)理及策略體系研究”(71372189)
【分類號(hào)】：F274
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本文編號(hào)：1667443